Mucho Burrito and ds+p launch the Mucho Election

For Immediate Release 

March 29, 2016 (Toronto) – With elections now very much top of mind, the 2016 Mucho Election is giving Mucho Burrito fans a chance to have their taste buds be heard.

Mucho Burrito is inviting people to visit MuchoElection.ca and vote to get their favourite limited-time-offer item back onto the menu.

Previous limited-time-only items have been transformed into five unique candidates: Ghost Pepper Burrito, Smokin’ Barbacoa, Street Taco Trio, La Taqueria Trio and Poblano Popper. Fans can vote for their favourite by sharing their choice via Facebook and Twitter.

In the true spirit of democracy, people also have the option to talk trash about other candidates. By voting or talking trash, both options enter participants into a draw to win free burritos for a year.

“It wouldn’t be a real election without some mud slinging and bribes,” said Brian Murray, Creative Director at ds+p, Mucho Burrito’s agency of record.

The contest includes a microsite, point-of-sale, digital ad units, and social ads on Facebook.

Norm Pickering, Director of Marketing at Mucho Burrito, said, “Our guests are always asking us to bring back many of these unique limited time offers from the past. We are happy to give the power to the people.”

The polls opened on March 23rd. Within its first 24 hours, the campaign had already earned over 190,000 free impressions due to participants voting via their social media channels.

The winning menu item will be announced on the weekend of Cinco De Mayo, with the feature product appearing (being inaugurated) in store May 16th and for a limited time.

Creative was developed by ds+p, and Cairns O’Neil handled the digital media buy.

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